The "One Tonne Less" campaign has ended
The "One Tonne Less" campaign was launched on 29 March
2007 and was scheduled to run until the end of 2008. However, the
campaign was extended for an additional year in 2009 due to the UN
Climate Conference in Copenhagen (COP15). The campaign closed on 31
December 2009. The campaign's message was that we must all take
responsibility for the future and reduce our personal CO2
emissions. One of the fundamental messages of the campaign was that
this can be done without waving goodbye to our modern way of life –
all we have to do is to change some of our everyday habits.
The campaign's goal - and results
The "One Tonne Less" campaign's stated goal was to reach
out to the whole Danish population with knowledge and advice on how
to reduce their personal CO2 emissions, and make CO2 and energy
savings a common cause for everyone. To achieve this goal, multiple
communication channels and activities were used. The four
cornerstones of communication were an Internet-based CO2
calculator, a variety of specific instructions on how individuals
can reduce CO2 emissions in everyday life, local partner activities
and the campaign's trademark, a giant "1 tonne less" globe, which
has toured throughout Denmark. The initial target of the campaign
was to get 50,000 Danes to deliver a climate pledge to save 1 tonne
of CO2 a year. By the end of the campaign there were over 92,000
climate pledges that together represent a saving of approximately
163,000 tonnes of CO2, making the average pledge to save more than
one tonne of CO2.
Part of the challenge behind the "One Tonne Less" campaign was to
make one tonne of CO2 emissions more palpable, because it is not
something you can see with the naked eye. With its 10-meter
diameter and bright orange colouring, the campaign's trademark "1
tonne of CO2" globe had the same volume as one tonne of CO2. The
globe toured around Denmark, and was used at small local NGO
events, major festivals and sporting events.
Partners - the campaign’s backbone
One of the unique features of the ‘One Tonne Less’
campaign was its partnerships with a range of companies,
institutions, municipalities and NGOs who undertook the task to
spread the campaign's logo and messages in their communications
with the outside world. Through the joint effort in these
public-private partnerships, the campaign has managed to spread its
message to areas that would otherwise have been difficult to
reach.
www.energisparebolig.dk
In 2009 the campaign focused on more advanced and heavy
investment solutions that can reduce energy consumption in private
homes with the launch of the campaign site on energy-saving
in households. This site is only available in Danish.
One Tonne Less during COP15
The campaign ended with a broad pallet of activities
during COP15. Campaign globes were established at the Bella Center,
Christiansborg and Højbro Plads. In collaboration with the Danish
Scouts, a climate camp was arranged at Højbro Plads with climate
information and scouting activities. The "One Tonne Less" message
was disseminated through a partnership with the nationwide radio
station NOVAfm, reaching a broad cross-section of the population.
The "One Tonne Less" campaign also supported the Danish TV’s youth
program "Ignorant" where young people learned to live in a more
climate-friendly way, and the "One Tonne Less" globes were included
in a clothing-swap event hosted by the Danish Broadcasting
Corporation on the Town Hall Square in Copenhagen during the
Climate Summit. The estate agent chain, Home, was also a part of
the climate camp at Højbro Plads and passed on the "One Tonne Less"
messages to thousands of Danish homeowners through their property
newspaper in the weeks during the Climate Summit.
Evaluation
The campaign will be evaluated in 2010. You can read more
about the campaign's strategy and activities in the anthology of
experience to the right.